Web content in the age of anxiety


Anxiety is one of the key hidden drivers behind the web.

Our anxiety (fear of legal challenges, negative media coverage, etc) can make our content cagey, vague and stand-offish.

Our users' anxiety (lack of time, fear of error, uncertainty about next steps, etc) can make their engagements tense, their correspondence angry and their reactions dramatic.

We end up exacerbating each other.

But anxiety falls when the right content is delivered with care. Self-assurance from us can give confidence to our users.

"These guys communicate so clearly & are so precise, they are obviously on top of things."

That doesn't mean we say anything & everything online. It means the opposite. We need to be exactly clear about what we say & how we say it - so it can be best understood.

That's what content strategy is for.

Read the full article "Web content in the age of anxiety".


Web Manager's Masterclass: 8 lessons + 5 videos + editable templates

  • Discover the structures, processes & roles a successful web team needs.
  • Learn to build senior managment support for investing in digital capability.
  • Includes bestselling Web Manager's Handbook, plus editable templates.
  • Try a free lesson now or get all-in-one for just $29.99.

0 Comments:

Post a Comment

Subscribe to Post Comments [Atom]

<< Home